Deciding on Emotional Content Formats

Dr. Jim Barry

March 29, 2017

Session II

MKT 5225

Slide 2

Examples of Emotional Content for Likeability

S

P

Sentimentalism

Humor

Inspiration

Public Spontaneity

Passion

Incredulity

Narratives

GenerosityTenderness

Nostalgia

Solidarity

Overco

min

g

Ob

stacles

Reassu

rance

Pu

shin

g

Lim

its

Pastimes

Winning

Family

Ch

ang

ing

the

Wo

rld

Lo

ve

Hea

rtb

reak

to T

riu

mp

h

Slide 3

Emotional Content Formats – Undergrad Recruitment

Passion

Sentimental

Incredulity

Humor Inspiration

Generosity

Public Spontaneityhttp://bit.ly/2oatWed http://bit.ly/2ntZqxj http://bit.ly/2nbIeKC http://bit.ly/2oaVO1L

http://bit.ly/2nee4FKhttp://bit.ly/2nwuc94

Narrativeshttp://bit.ly/2nJ9ovr http://bit.ly/2nrWFet

Slide 4

Criteria for Deciding Emotional Formats

Audience REACH (Capture)

• Top Funnel Attraction

• Viral Impact

• Target Audience Appeal

• Attention Holding

• Route for Audience Generated Content

Slide 5

NSU Undergrad Recruitment Paths - CAPTURE

Humor & Passion Rank High on Capture

Capture

Rank Viral Impact

High School

Appeal Attention Holding

Top Funnel

Attraction

Route for Student

Generated

Content

1 Humor

2 Passion

3 Public Spontaneity

4 Inspiration

5 Incredulity

6 Narratives

7 Generosity

8 Sentimentalism

STUDENT REACH (Capture)

Slide 6

Criteria for Deciding Emotional Formats

Audience RESONANCE• Image boost

• Value proposition impact

• Authenticity

• Brand consistency

• Distinctiveness

• Mid-funnel impact (connection)

• Engagement impact

Slide 7

Undergrad Recruitment Paths - Resonance

Narratives & Generosity Rank High on Resonance

Capture

Rank

Image

Boost

Consistency

with NSU

Brand

Value

Proposition

Impact

Mid Funnel

Impact Authenticity Distinctiveness

Engagement

Impact

1 Narratives

2 Generosity

3 Inspiration

4 Humor

5 Sentimentalism

6 Passion

7 Incredulity

8 Public Spontaneity

STUDENT INTEREST IN NSU (Resonance)

Slide 8

Criteria for Deciding Emotional Formats

Project Feasibility• Leveraged resources

• Simplicity/timeliness

• Affordability

• Lasting impact

• Identified opportunities

Slide 9

Undergrad Recruitment Paths - Feasibility

Humor & Stories Rank High on Feasibility

Capture

Rank

Leveraged

Resources

Simplicity/

Timeliness Affordability

Relevance

to Students Lasting Impact

Identified

Opportunities

1 Humor

2 Narratives

3 Generosity

4 Public Spontaneity

5 Sentimentalism

6 Inspiration

7 Passion

8 Incredulity

FEASIBILITY

Slide 10

Best Overall Opportunities for NSU/Huizenga Emotional Connection

Undergrad Recruitment Paths

Capture

NSU

Resonance Feasibility Overall

Humor 1 4 1 1

Narratives 6 1 2 2

Generosity 7 2 3 3Inspiration 4 3 6 4

Passion 2 6 7 5

Public Spontaneity 3 8 4 6

Sentimentalism 8 5 5 7

Incredulity 5 7 8 8

RANK OF INITIATIVE

Slide 11

Recruitment Video Examples - Humor

Slide 12

Recruitment Video Examples - Narrative

The Story of Grit and Innovation

Slide 13

Recruitment Video Examples - Generosity

NSU Community Fest

Slide 14

Emotional Content is Critical for Top/Middle Funnel

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

• Entertainment

• Inspiration

• Targeted Value• Searchability• Shareworthiness• Influence Marketing

• T-R-U-S-T-E-D Behaviors

• T-R-U-S-T-E-D Content

DemosReal-Time

HelpFREEmiums

Thought

Leadership (B2B)

Engagement

Context(Email Opt-ins +

Retargeted Social

Ads)

Visual

Storytelling (B2C)

Top-Funnel(Influencing)

Top/Mid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Differentiation

(Customer)